查詢結果分析
來源資料
頁籤選單縮合
| 題 名 | 中國壽險業產品與行銷通路策略對績效之影響=The Effect of Product and Marketing Channel Strategies on Performance in Chinese Life Insurance Industry |
|---|---|
| 作 者 | 陳冠志; 賴翊雯; | 書刊名 | 壽險管理 |
| 卷 期 | 37 2024[民113] |
| 頁 次 | 頁(5)1-(5)41 |
| 分類號 | 563.73 |
| 關鍵詞 | 中國壽險業; 產品策略; 行銷通路策略; 財務績效; Chinese life insurance industry; Product strategies; Marketing channel strategies; Financial performance; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究以中國壽險業為研究對象探討產品與通路策略對公司績效之影響,以公司 型態作為調節變數觀察中外資壽險公司產品策略與通路策略對績效之影響是否存在差 異。實證結果發現,個人行銷通路與公司直銷通路支持產品多元化策略,而保險代理、 保險經紀、銀行郵政行銷通路支持產品集中策略。中國壽險業產品集中度與公司績效 具 U 型之非線性關係。中資壽險公司過度依賴保險代理、保險經紀、銀行郵政行銷通 路將會降低公司績效,而外資壽險公司則可透過提高個人行銷通路與公司直銷通路之 占比來提升財務績效。 |
| 英文摘要 | This study investigates the impact of product and channel strategies on the performance of Chinese life insurance companies and explores whether there are differences in the effects of product and channel strategies on performance between local and foreign life insurance companies with the company type as a moderator. The empirical results show that individual agent channels and company-direct channels support product diversification strategy, while insurance agent, insurance broker, and bank postal agent channels support product concentration strategy. There is a U-shaped nonlinear relationship between product concentration and company performance in Chinese life insurance industry. Local life insurance companies that excessively rely on insurance agent, insurance broker, and bank postal agent channels will reduce company performance. In contrast, foreign life insurance companies can improve financial performance by increasing the individual agent channels and company-direct channels. |
本系統中英文摘要資訊取自各篇刊載內容。